Guided tour
About the authors
Foreword
Preface
Acknowledgements
Part I
1. Public relations origins: definitions and history, Lee Edwards
Introduction
Public relations definitions
Public opinion: justifying public relations
Business, politics and public relations: country case studies
Summary
Bibliography
2. Management and organisation of public relations, Anne Gregory
Introduction
Importance of context
External environment
Internal environment
Systems theory
Location of public relations in organisations
Future of the public relations department
Summary
Bibliography
3. Role of the public relations practitioner, Meriel Pritchard, Johanna Fawkes and Ralph Tench
Introduction
Who are the public relations practitioners?
Who does what: the bigger picture
Role of the communicator
What PR people do: individual practitioners
Skills for the ideal practitioner
Role of theory in practice
Professionalism
Education and research
Summary
Bibliography
4. Media context of contemporary public relations and journalism, Neil Washbourne
Introduction
Contemporary media context: the UK media industry
Theories of media
Regulating the media: from public interest to the market
'Public interest'
Issues for PR arising from the global media environment
Ethics of journalism and public relations
Summary
Bibliography
5. Public relations and democracy, Robert Leach
Introduction
Conditions for representative democracy
Criticisms of modern democracy
Elections and voting
Elections and political parties
Pressure groups and democracy
Democracy and multilevel governance
Public relations and modern democracy
Summary
Bibliography
Websites
6. Community and society: corporate social responsibility (CSR), Ralph Tench
Introduction
Sustainable business: corporate social responsibility (CSR)
Business case for corporate social responsibility: why be socially responsible?
Organisational responsibilities to stakeholders
Organisational responsibilities to society
Regulatory frameworks
Ethics and business practice
Summary
Bibliography
Websites
7. International context of public relations, György Szondi
Introduction
Defining international public relations (IPR)
Factors and driving forces behind internationalisation
International PR agency networks
Global or local approaches to international public relations
Structures of international public relations
Special areas of international public relations
PR for a supranational organisation: the European Union
Critical voices in PR
Professionalism on a global level: PR as a global profession
Summary
Bibliography
Part II
8. Public relations theories – an applied overview: systems theories, Lee Edwards
Introduction
Communications theory: laying the foundations
Systems theories: emergence of public relations research
Extending the systemic view
Public relations as relationship management
Changes abroad: shifts in society and technology
Summary
Bibliography
9. Public relations theories – an applied overview: alternative theories, Lee
Edwards
Introduction
Developing theory: alternative approaches
Equity in public relations: considering women and minority groups
New research directions
Summary
Bibliography
10. Public relations as planned communication, Anne Gregory
Introduction
Why planning is important
Systems context of planning
Approaches to the planning process
Setting objectives
Identifying publics
Messages or content
Strategy and tactics
Timescales and resources
Evaluation and review
Summary
Bibliography
11. Public relations research and evaluation, Rüdiger Theilmann and György Szondi
Introduction
Context of research in public relations
Designing research
Starting research
Qualitative vs quantitative research
Research methods
Designing research instruments
Research applications
Evaluation
Summary
Bibliography
12. Audiences, stakeholders, publics, Gerard Choo
Introduction
The passive audience
The active audience
Stakeholders and publics
New thinking on publics
Summary
Bibliography
13. Corporate image, reputation and identity, Daniel Löwensberg
Introduction
Organisational public relations
Organisational image
Organisational reputation
Organisational identity
Personality and culture
Organisational identity, strategy and process: two models
Summary
Bibliography
14. Public relations, propaganda and the psychology of persuasion, Joanna Fawkes
Introduction
Public relations and propaganda
Public relations and persuasion
Who says: the question of credibility
Says what: the nature of the message
To whom: the audience perspective
To what effect: forming and changing attitudes and beliefs
Ethical persuasion: is it possible?
Summary
Bibliography
Websites
15. Ethics and professionalism in public relations, Anne Gregory
Introduction
Importance of ethics and professionalism in public relations
Definitions of ethics and morality
Ethical theories (traditions)
Duty to whom?
Ethical issues in public relations
Ethical decision-making models and their application
Summary
Bibliography
Part III
16. Media relations, Richard Bailey
Introduction
Role of media relations
Defining issue: advertising or public relations?
Media relations principles
Negotiated news: media relations in practice
Media partnerships
Old media, new media and me media
Media relations techniques
Summary
Bibliography
17. Internal communication, Liz Yeomans
Introduction
Definition of internal communication
Where it all began: the in-house journalist
Skills to strategy
Role and purpose of internal communication
Employee perspective: 'just a job'?
Segmenting internal publics
Organisations: culture, leadership and strategic change
Line manager role: listening and interpreting
Communication channels
Ethical communication
Summary
Bibliography
18. Managing community involvement programmes, Ralph Tench
Introduction
Corporate community involvement (CCI) programmes
Employees and community programmes
Cause-related marketing (CRM)
Developing community programmes
Evaluating community programmes
Summary
Bibliography
Websites
19. Issues management, Paul Gillions
Introduction
Issues management: defining the field
Context of issues management: the 'tipping point'
Action planning: a framework for managing issues
Summary
Bibliography
Websites
20. Crisis public relations management, Martin Langford
Introduction
Crisis public relations management: the context
Crisis manageom?
Communicating during a crisis
The internet and public relations crisis management
How to prepare for a crisis
Key principles in crisis management
Summary
Bibliography
Websites
21. Public relations and the consumer, Paul Willis
Introduction
What is consumer public relations?
Tools and techniques
The wonderful world of brands
Key challenges
Tomorrow's people
Summary
Bibliography
22. Business-to-business public relations, Dennis Kelly
Introduction
Core principles of business-to-business (B2B) public relations
Trade journals and journalists
Coordinating the communications disciplines
Building corporate reputation
Summary
Bibliography
Websites
23. Public affairs, Kevin Moloney
Introduction
Scope of public affairs
Public affairs defined
Contexts of public affairs
Public affairs: knowledge, skills and behaviour needed
Ethics and public affairs
Summary
Bibliography
24. Financial public relations (FPR), Ryan Bowd
Introduction
Overview of financial PR
Landscape of the 'City': who's involved in financial PR
Financial PR practice
Summary
Bibliography
Websites
25. Public relations for information and communications technology: principles and planning, Lee Edwards
Introduction
ICT: background and social impact
Industry characteristics
ICT audience characteristics
Public relations in the ICT industry: a model
Principles of ICT public relations practices
Summary
Bibliography
26. Integrated marketing communications, Graham Hughes
Introduction
Definitions of integrated marketing communications (ICM)
Strategic marketing communications planning
Branding and integrated marketing communications
Agency perceptions of integrated marketing communications
Integrating the marketing communications mix
Summary
Bibliography
Websites
27. Sponsorship, Sierk Horn
Introduction
Sponsorship: the context
Defining sponsorship
Management of sponsorship
Features and characteristics of sponsorship
'Emotional marketing' and the emerging sponsorship age
Summary
Bibliography
Part IV
28. Corporate communication, Emma Wood
Introduction
Definition of corporate communication and key terms
Context and principles of corporate communication
Interface of corporate communication and overall corporate strategy
How corporate communication influences corporate decision making
Corporate communication objectives: stakeholders vs shareholders
Practical application of critical reflection
Summary
Bibliography
29. Campaigning organisations and pressure groups, Sue Wolstenholme
Introduction
Types of campaigning organisation
Key issues for PR practitioners in organisations and campaigning groups
Campaign tactics
People, politics and globalisation
Building and evaluating consensus
Practical guidelines for campaigning public relations
Summary
Bibliography
Websites
30. Public sector communication, Liz Yeomans
Introduction
Theories of public communication
Central government communication
Local government communication
Health sector communication
A communication planning framework
Summary
Bibliography
Websites
31. Arts, leisure and entertainment public relations, Shirley Beresford and Johanna Fawkes
Introduction
Overview of the creative industries
Concepts of culture
Role of public relations in the creative industries
PR objectives, strategies and tactics for organisations
Trends and directions in the creative industries
Summary
Bibliography
Websites
32. What next? Future issues for public relations, Ralph Tench and Liz Yeomans case study by Karl Milner
Introduction
Campaigning and pressure groups
Internationalisation of public relations
Publics
Public relations identity
Issues
Technology
Practitioner roles and professionalism in public relations
Specialisation of public relations practice
Media fragmentation
Education
Bibliography
Index
